30 Days: How do people find you on the internet when they don’t even know you exist?

Of course, the answer is via Search Engines (which is really just Google) or via Social Media.

When it comes to being found, you should think of Google as your home page – not your blog’s home page. Because if someone doesn’t know you they aren’t going to search for you – they are searching for what they want to know about which is hopefully what you are writing about.

i.e. They are looking for answers – maybe they hear something about pus in cow’s milk. You, as a dairy farmer, are an expert in cow’s milk. If you write about it then hopefully they will find it.
is-there-pus-in-cow-milk

Google Search Engine Results Page

 

But that doesn’t mean that just because you wrote down what you know or maybe did a little video about it that Google will magically put you at the top of the topic you are taking about.

In fact, there are over 200 different factors that Google has in its algorithm to determine who makes it to the top of their search page called SERP (Search Engine Results Page).

So how do you know what topics you rank for right now?

You need Google Webmaster Tools installed on your website or blog.
google-webmaster-tools

Search Queries that lead to people finding your website

 

Once in Webmaster Tools, you can see a lot of information about your website – what you are ranking for, what impressions you have, what missing pages or broken links you have, etc… This tool is a must if you plan on understanding anything about your website and SEO. So go install it now and then come back. I’ll wait. Seriously.

Once you have your webmaster tools installed (you did it, right?). Don’t just cheat and keep reading. Let’s talk about SEO.

First, what is SEO?

Well, according to the guys at Moz who rock at SEO, they say that SEO or Search Engine Optimization “is the practice of improving and promoting a website in order to increase the number of visitors the site receives from search engines.”

I will try to simplify it by saying doing SEO is like learning the search engine language. You speak English or Spanish or whatever to the people around you and they understand what you are saying. You need to do the same thing for Google. SEO is Google’s language and the better you are at speaking to Google, the higher your chances are for showing up at the top of their SERP.

BTW, does it matter if you are on the first page of a search term?

A BIG FAT YES!

If you are on Page 2 then you might as well be non-existent. The first page means everything – very, very few people move past the first page.

The search query is a term within SEO you should be familiar with. This is what people type or speak into the search box.

Now search queries have changed over the years – it used to be that people only used a few words when typing into Google. But now, people speak or type entire sentences and they revise a lot when they aren’t getting the results they want.

are-dairy-cows-google-autocomplete

You may have noticed that Google uses Autocomplete to try and guess what people are looking for – and they are getting very smart and accurate about these search queries. They will present you a list of 3 or 4 options as you go along and try to lead you in your search pursuits.

Blogging tip – write blog posts based on other people’s search queries and you could find yourself getting more traffic.

So those websites that show up at the top of the search queries on SERPs, how do they get there? How is Google ranking these websites?

Well, there are a lot of factors and Google gives you a high level explanation of search on this website.

google-search-history-60-trillion-pages

But I would say there are just a few things you should worry about.

Google loves relevancy and popularity combined with your location. Pretty simple, huh?

Actually, it’s a lot more complex and if you want to see how the SEO experts break it down, you can check out the Search Engine Ranking Factors from moz.org.

But here’s how I would define.

Relevancy – means how much you talk about your topic.

Popularity – means you have a lot of links to your website from outside sources that say you are a trusted source for this topic. It also means more likes and shares from popular social networks (Google+ is the highest so that can help you decide whether you need to be using that ghost town of a network) and the power of the pages that are linking to you.

With popularity, there are also negative things to consider and that might work against you. If you add lots of videos (not embedded from YouTube – those don’t count) and images on the page causing it to load slow that could be a problem.  Or if you have links coming from websites that are known to be spam or maybe you have URLs with a lot of numbers and your URLs are very long. Google has issues with these things.

Location – the closer you are to the person searching, the better chance you have to coming up. This works really well for local shops and restaurants.

So this is a lot of stuff and you probably don’t have a lot of time to learn a lot of new stuff and do a lot of new stuff. It’s hard enough just coming up with new content so I’ve made a quick and dirty list of SEO things that you should know.

How to do SEO for yourself quickly.

1. Don’t DIY your website. – I know that a lot of people who like to have things look their way on their websites/blogs but you are better off to pick a popular well-used template and install that vs. hiring a graphic designer / coder who may not understand SEO very well.

They could set up your website with some bad SEO practices and then you’ll be hiding things from Google by accident.

2. Install Google Webmaster Tools on your website. – This will help you tremendously in determining how Google views your website. Yes, I’m repeating myself here – it’s that important.

3. Use Xena or Screaming Frog to check for broken links. – Even Google Webmaster Tools can help you find broken links. Once you find them, try and fix them.

4. If you are using wordpress (not wordpress.com or blogger/blogspot), you can use SEO by Yoast to help you fill in the necessary meta data. – Many websites I notice have the same meta data for each page of the website – meta data should be different for each page – that is an easy fix and benefits the website a lot.

5. Make sure you are spreading your blog posts across multiple networks as well as email if you have that. – Your post isn’t done when you hit Publish – it’s just starting. You need to actively push the post through your social networks to your audience. Some cool tools to help you do this are Buffer or Social Oompf.

inserting-image-into-wordpress

6. When adding images and video to your blog, make sure you are adding Alt. Text, Captions and Titles as well as naming the image and video with keywords of what it is. When I build a photo or image for my blog, here are the steps I follow.

  1. Make the photo/image.
  2. Label the photo using keywords with dashes. Like an image of our offices might be labeled dairy-management-inc-newsroom-2014.jpg
  3. Upload to my blog.
  4. Put in the meta data and the caption.
  5. Mark it as the featured image on the page (if necessary due to the template)
  6. Make sure when I share the blog post on social media that the image comes up as part of that post and not the other images on the page.

7. Guest blog on other websites and link back to yourself via your bio. – Guest blogging can sometimes be difficult to do because you have to have trusted relationships with those in charge of the blog you want to be a part of but trust me if you get the opportunity you should do it (but only on websites that are associated with the same topics as your website). Google is cracking down on guest blogging black hat techniques so be aware of that.

How do you begin guest blogging? Follow the blogs you want to be on and reach out. Simply Google things like “best farming blogs to follow”, “best food posts 2014”, “top agriculture blogs to follow”, etc… They will pop up.

8. Take some time and add your website to directories and lists. – Is your blog listed in any directories or lists? It should be. There are many places to add your blog and make sure it gets listed. You can also use tools to “ping” these directories to let them know you updated your post recently like Pingomatic.

9. Longer text is found more often than short posts. – People are scanning the internet still – but they want deeper content. Writing over 1000 words can seem like a lot but I’ll bet if you get going on a post, the words will just flow.

You should edit and keep people interested (adding images and video will do that) but a longer post will be seen as more relevant – that you put more time into it and has a better chance of being linked to and indexed by Google.

10. Quote the experts in the field you want people to find out about you. – If it’s about farming, there’s nothing wrong with quoting from other farmers, government, organizations, foodies, etc…

This marketing technique of calling out the most popular people on the internet has been going on forever but it still works. A lot of real celebrities will probably ignore you since they rely on other media to generate their popularity but internet famous people are usually right there to talk to and get information from. They are also usually very aware when someone talks about them online because they are using monitoring tools like Mention.com or Talkwalker.com/alerts. BTW, you should start using them too to monitor when people talk about you.

How do you measure this is working?
Google Webmaster Tools combined with Google Analytics will help you answer this question but that’s another post coming down the road.

What about you guys? Any fun tips for handling SEO on your blogs?

written by Don Schindler

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30 Days of Agvocacy and Social Media - Don Schindler - How do people find you even when they don't know you exist? - AgChat.org

As Senior Vice President of Digital Initiatives, Don Schindler is responsible for the digital

architecture and integration of all digital properties at Dairy Management Inc.  He is also training farmers, DMI staff and dairy industry professionals in digital communications and social media.

30 Days: Agvocacy Rehab

Is it just me or do things in the food world seem to be getting worse? When I say ‘things’ I mean attacks on toxic wheat, misleading videos of a dairy farm, artists doctoring aerial photos of beef feedlots, celebrity spout outs, statements arguing glyphosate is to blame for autism or celiac disease {or any number of ailments}, the Food nut, passionate teenage girls fighting against GMOS, attacks against an organic farmer due to an increase risk of listeria, a blog post touting brown eggs are a healthier choice over white or my personal favorite, the end of Thanksgiving because turkeys are poisonous. When you put all of this together in one sentence, or even one Facebook timeline it can make even the best of agvocates become overwhelmed. Even though it may seem like the issues are becoming more frequent, it may be that the food world has been the same as always – it could be that I’m perceiving it to be worse because I’m overwhelmed.

So, as agriculture advocates how do we gain a better outlook? Here are some pointers I keep in my back pocket for the days when I need some agvocacy rehab:

1.) Sometimes the next best step, is a step back. This past summer I went on a planned butAgvocacy Rehab - 30 Days of Agvocacy and Social Media - AgChat.org unintentional semi-black out during our county fair. I wasn’t searching for perspective. I was being a 4H mom, volunteering as a county photographer and department superintendent and doing my share to keep our heifers’ stalls clean and still maintain our home. Sitting down at my desk wasn’t realistically possible. Compared to most years, our barns had increased traffic from residents all over the county. I found myself spending time answering many questions. There were many of the common ones such as why are your cows so skinny, can I pet one, what are they? I like to extend those questions to cover the difference between a cow and heifer, hay and straw and eventually encouraging parents to sign their children up for 4H in the coming year. The craziest thing happened. By taking this unintentional step backwards I remembered why I began advocating for agriculture. My passion was refreshed, revived and I was revved up to tell my story.

2.) Detox: For some its knitting, others running, and many enjoy baking – I find that spending time on Pinterest helps my mind relax. My goal is searching for my non-agriculture interests. Of course, you run across pins which might contain misinformation or questions about dairy or even a great tip you could pass along to other agvocates. I have a secret board where those are pinned. When I’m feeling refreshed, I sort through the pins on that board and choose which are worth addressing.

3.) Throw the negativity and drama to the curb. There will always be people who thrive on being negative and creating drama. The best way to keep yourself energized is by avoiding these types of people. Surround yourself with trusting friends who will pick you up and dust you off when you’ve had a bad day.

4.) Answer this question – Why do you advocate for agriculture? Before you begin, give yourself some time, a cup of coffee or hot tea and a notebook. Look deep inside, peeling back all of the layers, and write your intentions on paper.

5.) Kill three birds with one stone – After you’ve finished considering why you advocate, reflect on your social media use thus far. Determine what you love and what you hate. Write these answers down. Once you’ve completed answering these three questions, hang the piece of paper in a prominent place such as your desk or where ever you are mostly likely to sit down to advocate.

6.) Be proactive and have a strategy. Help yourself before you become overwhelmed. Develop a list of hot topics that your readers may address – decide how you will respond. Research and identify commonly asked questions about your segment of agriculture – brainstorm about how you will answer those questions. Prepare a process so you know what you will do in a certain situations – you’ll avoid much stress by having answers readily available rather than running around like a chicken with your head cut off.

7.) Minimize your time on Facebook – People in glass houses shouldn’t throw rocks, right? I’m as guilty as the next guy and spend too much time on Facebook. I do make a conscious effort to make the time I am there count. Even with the best intentions, I get sucked into becoming annoyed with the mom who has the beautiful, do-no-wrong kids – even when you know that one of her kids was just in detention last week. Or, another misleading blog post has been shared by a friend. Its one which contains zero credibility but all of my non-ag friends feel its the best thing since sliced cake.

I think we’ve all read these types of posts and they tend to breed negativity and boiling blood. Don’t get me wrong. There are many people who I’m so thankful to be connected with on Facebook. I love seeing old friends’ kids growing up, watching someone be congratulated for a nobel achievement and even those ugly weather reports. Its the negative posts which cause burnout and essentially make us feel overwhelmed. Aside from minimizing your time on Facebook you can also use lists which will thin out some of those ‘Negative Nellys.’

8.) Shut down your email – Email can contribute to becoming overwhelmed in a couple of ways.

  • The feeling of urgency. As a society we’ve been tuned to respond to emails, situations, comments, etc… immediately. Its almost as though we are expected to respond as soon as the email lands in our inboxes, regardless if it is something that can wait. For some time, I’ve prompted people to understand that in situations which warrant a legitimate, immediate response, they should send me a text, Facebook message or phone call. When the mode of contact changes to text, message or phone call, people are more likely to pause and determine whether the response is truly urgent.
  • Spam and subscriptions – Even with the best filters and tightest security, the spam emails can pile up quickly. Add all of the blogs you’ve subscribed to and bam you have extra messages to sort.

8.) Set your Key Performance Indicators – Your key performance indicators or KPI, are how you are measuring your success. These indicators will likely be different from everyone else and unique to you based on which social media channels you use and your goals. Its key to remember these are your goals. Compare yourself to you. Know which KPI’s are meaningful to you and don’t worry about comparing yourself to someone else.

Some examples of KPI’s:

  • The number of followers on Pinterest, Twitter or Instagram
  • The number of likes on Facebook – due to Facebook’s algorithm its more useful to look at your engagement rather than who follows you. A quick way to measure this is by dividing the number of people talking about your page by your total page likes. This will tell you the percentage of followers who are engaged on your page. Percent engagement - 30 Days of Agvocacy & Social Media - AgChat.org
  • The amount of referral traffic your blog is receiving from Pinterest (refer to Google Analytics for this info).
  • Take a look at the last 5-7 photos you’ve published on Instagram – how many likes have you received? How many comments?
  • Using a program such as SumAll determine the number of Twitter mentions received on a daily or weekly basis.
  • The number of comments received on your blog per week or month.
  • Measure based on your blog’s bounce rate

There are many more indicators you can use. These are just a few examples.

Becoming overwhelmed can lead to the demise of your agriculture advocacy efforts. As we’ve discussed there are many proactive ways to prevent becoming overwhelmed. There are also techniques you can use which will relieve current stress. Keeping stress under control will also keep all of those issues from appearing to be worse or more frequent than they truly are.

written by Jenny Schweigert

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Jenny serves as the AgChat Foundation Executive Director while helping manage her family’s Jenny Schweigert - AgChat.org photo courtesy of Keiser Photography https://www.facebook.com/KeiserPhotographysmall hobby farm and in-laws dairy farm in central Illinois. In addition to AgChat.org, she can be found blogging about life on the farm, Jersey dairy cattle, hunting and her boys, all at TheMagicFarmHouse.com.

30 Days: The Best 6 Twitter Tips

Twitter is by far the best social media platform around. The best thing about using Twitter for agvocacy is that you are able to reach a whole new audience. Clearly this is just my opinion but check out these 6 tips and you may just agree with me by the end of this post.

Here are 6 tips to make the best out of your agvocacy adventure:

  1. Follow and engage with people who are in your ideal audience. Retweet people that you are interested in connecting with and they may notice you and start following back. Engage in conversation with people that have a lot of followers in the audience you are targeting. If you engage in conversation with someone who has a large audience, their followers will notice you as well.
  2. Create Lists! This will make your life easy, promise me. If you are following a large number of people, building lists will keep things organized. I have many lists such as, friends, Ag, fitness, food. It is also great to start a list for certain conferences you are attending as it allows you to get to know and see all those who will be attending with you.
  3. Keep your tweets interesting. No one wants to listen to you whine, complain, or list out your daily tasks. The more interesting or funny your tweet, the more interaction you will get. Six Tips for Using Twitter - Taysha Reitzel - AgChat.org
  4. Use good photos. There is something to be said about a good, quality photo. People love looking at pictures and sharing pictures for that matter. If you have a good picture that goes with your tweet be sure to add it! People are more likely to stop and look at your tweet when there is a photo instead of scrolling right past.Six Tips for Using Twitter - AgChat.org
  5. Third party tools to help keep you up to date and organized.  Bit.ly is a great tool to let you tweet a URL without it showing the whole length of the web address. You only have 140 characters so it is a great tool to utilize! SocialOmph and Buffer allow you to schedule tweets so that you aren’t filling your followers with a ton of tweets at a time. Hootsuite and Tweetdeck are great at keeping multiple profiles in one place. You can be following a hashtag and newsfeed all on one screen.
  6. Don’t be the egg. Nobody follows an egg head. Your picture and bio are more important than you think – don’t risk being called an egg head because you left your profile as the default egg image provided by Twitter. Use a picture that allows people to connect and relate to you. It makes you more approachable and “followable”.  Be sure to have a bio. When someone follows me, the first thing I do is find their bio and see if they are someone interesting I would like to follow back. Give your followers a quick idea of who you are and what you’re about.

Six Tips for Using Twitter by Taysha Reitzel - AgChat.org

 

I hope you find these tips useful and help you utilize twitter to its fullest!  It is one of the easiest platforms to help you “reach beyond the choir”.  Enjoy!

written by Taysha Reitzel

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Taysha Reitzel - AgChat.org

A midwestern girl, Taysha Reitzel dedicates her life to making the most out of every minute. She works full-time in the Ag industry while also frequenting cattle shows, advocating for agriculture, being a rockin’ aunt and new puppy mom. She is passionate about sharing her experiences and passions in agriculture while competing for a record in owning the most cowboy boots EV-ER and obsessing over the Michigan State Spartans, the color turquoise and of course, bacon! Connect with Taysha on her blog Dirt Road Charm, Twitter and on Facebook.

30 Days: Discovering Agriculture and Food via Twitter

Discovering Agriculture and Food via TwitterConversations Are Connected For the topics like agriculture and food, Twitter is a great place to start listening in on what is being said and who is saying it.

Using hashtags (see What Do You Know About #Hashtags? and Non-ag Hashtags You Should Be Watching) is a way to start discovering the conversations and issues. For example, the hashtag #RealPigFarming highlights what pork farmers are doing. #Antibiotics brings out the conversations about antibiotics, of which overuse in agriculture is of concern to some consumers. And #NYTFFT highlights the New York Times Food For Tomorrow conference conversations held November 11 and 12, 2014.

Once you find conversations you can move on to curating (collecting, sorting, and organizing) the information. One approach is to organize people you discover on Twitter into lists. For example, @TruffleMedia organizes people on Twitter in to some broad agriculture focused lists like beef, dairy, or swine. Creating and organizing lists like this helps when there is a need to ask questions of people in those specific ag topics.

Another list example is @KeepCaFarming‘s Water Resources list. This list, as they put it, is a “good reputable sources we recommend on issues pertaining to the California Water Crisis“. Their need to understand a specific issue lead them to finding others sharing water issues and organizing a list. Again, it helps @KeepCaFarming‘s outreach efforts plus the list provides a source of information from interesting people. Learn more from Twitter about creating and using lists.

Another curation approach is to summarize conversations that occur. With millions of tweets flowing by daily, it can be impossible to keep conversations straight, especially after an event. Using a resource like Storify can help find a select set of tweets, and set those aside in a story board that can be shared back to others.

For example, Jackie Wei created a story board from the Tweets during the New York Time Food For Tomorrow panel on “What to Do About Food Loss and Food Waste“. The food event generated over 7,000 tweets so a story board on a selected topic helps bring focus and context within a story.

Finally, you can look at tools to analyze tweets to either gain a big picture point of view or to see if there are any relationship that are interesting. For example, Mention Map creates a graph of people on Twitter and the conversation connections (using hashtags). ThinkUp serves up reflections and thoughts from your Twitter community. And, SocialBro provides detailed stats on you, your lists, and followers.

Using hashtags and analysis tools can help filter out the noise on Twitter and help you focus on the conversations that are important to you in food and agriculture.

written by John Blue

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John Blue, as Chief of Community Creation for Truffle Media Networks, develops the ability to engage agricultural focused audiences throughAgChat Foundation Board of Director John Blue marketing, technology, and in person interactions. Social and new media tools allow anyone to easily share their story with audience groups large and small.  For agriculture, having easy access to social and new media tools is an important step toward having real conversations with people not directly involved in bringing food to the plate. In his free time, John volunteers extensively for the AgChat Foundation and plays a key role in the success of ACF. 
Twitter   ~   Blog   ~   Facebook   ~   LinkedIn   ~   Google+

30 Days: The Right Way to Agvocate

I started participating in the Tuesday night #AgChat conversations nearly five years ago and have been on the AgChat Foundation 30 Days of Agvocacy and Social Media: The Right Way to Agvocate - Agchat.orgboard for three years. Throughout those years I have encountered AgVocates from across the country that have found success, big or small, in telling their farm or ranch story through social media. These successful AgVocates are more than happy to share their tips and tricks on the best ways they have found to accomplish their AgVocacy goals.

Here’s always my biggest takeaway from these success stories: EVERYONE AgVocates Differently.

There is no RIGHT way. There is the way that works best for you.  The way you find that is most effective for you & your audience. Do not force yourself to do anything that does not feel right for you because then the authenticity of your story is lost.

AgVocacy is a lot like farming.

We have probably all visited our neighbor’s farm and wondered why in the heck they organized their tools or parts in a certain way, why they planted that crop, or what they’re going to use that new implement for.  Everyone farms slightly differently and everyone agvocates slightly differently.

As farmers we have also learned from our neighbors.  We have borrowed that new implement or piece of equipment to see if it would work for us.  We have planted that new crop to see if it fit into our crop rotation.  Some things we have adopted and molded from our neighbors to fit our farm and vice versa.  And, somethings just do not work for our farm.

That is farming and AgVocacy.

Realize that you don’t have to blog, tweet, facebook, instagram, YouTube, etc… exactly like those AgVocates who have found success. You do not have to be on every platform. Choose the ones that work for you and fit your AgVocacy style. As long as you strive to do it well and you will find success!

Diversity makes the agriculture world go ’round. Diversity also makes the AgVocacy world go ’round.

written by Marie Bowers

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Born and raised in southern Willamette Valley, Marie Bowers is the fifth generation who is farming on her family’s century old Marie Bowers AgChat Foundation - AgChat.orggrass seed farm. She is a Washington State University alum who hails from a long list of agriculture advocates, beginning with her great-grandmother who helped found Oregon Women for Agriculture. As a second grader, her dad took her to the Capitol to listen to field burning legislative hearings. As a fourth generation agvocate, she blogs about her story and information about farms and forests at OregonGreenBlog.com

30 Days: What Do Consumers Really Want to Know?

Have you ever listened to the conversations around you in the produce, meat or dairy sections at your grocery store? I know, that What do consumers really want to know? with Danielle Beard Hayden - 30 Days of Agvocacy and Social Media - AgChat.orgsounds like a total creeper thing to do, but you’d be surprised the food conversations and misinformation that is being spread around you while you’re just darting in to grab some green onions.


I would be lying if I didn’t tell you often my food eavesdropping makes my blood pressure rise and I have to resist the urge to yell things like “for the love of some-guy-named-Pete, your tomato DOES NOT have fish genetics in it!” For what? Where will my emotion filled outburst land me (other than a personal elbow escort out of Kroger by their security)? Likely, no where productive. Nobody has time for unproductive conversations or chats with security. So, instead I use my grocery store time to observe. Listen and observe. Straight up agriculture advocating National Geographic style.


Recently, in my grocery store adventures, I came face-to-face with the food-know-it-all species. You know the kind I’m talking about. They are well researched — in all things — food documentaries, food fear and labels (so. many. labels.) AND they want to tell any, and every, one that’ll lend them an ear about it. And so I bring you, to that one day in Kroger, in the checkout line, with two members of the food-know-it-all kingdom, holding up progress by explaining to the (I’m only listening to you because I can’t leave) cashier and bagger why they purchase certain foods, why they only buy certain brands of yogurt (Because the others have, chemiKILLZ, duh) and why they were super healthy beings because of such shenanigans. When they had finished ‘educating’ the cashier and bagger as much felt needed, the male of the know-it-all duo turned to me and my cart.


*leaning over my cart in order to get a better view of it’s contents*


“Wow, a lot of vegetables, such a variety, too… This is impressive, looks yummy, you must cook a lot.”


“I try to.”


“That’s so awesome, we do as well, so much better for you than eating out and you know what’s in your food. I eat a lot of ***** Brand yogurt, it’s my favorite. Have you tried it?”

 

The conversation ended because the cashier had FINALLY finished with them, so the only thing I added to the conversation was a “have a good day” but judging by the know-it-all species reaction towards me, I had been accepted as one of their own. Clearly, my healthy grocery store purchases and my decision to wear oversized flannels and leggings as pants meant I knew what was up in the world of righteous food choices.

 

But, would this couple have felt the same way about me if they had know my husband and I raise conventional cattle, or that my in-laws have broiler houses? (They expressed to the cashier they were anti-meat.)

 

You may be wondering how this relates to the topic at hand. It does, hang with me. While I don’t know what the outcome would’ve been with the know-it-all couple, I would’ve sat down and had a conversation about agriculture. I do think my part of the conversation would’ve carried more weight with them, as opposed to just reading the same information on the internet. Why? Because they connected with me. They judged me by my grocery purchases and they respected them.

 

THIS. This is what consumers want.

 

They want a connection with their food and the people that grow it. They want to respect the work that went into it, they want to know that you care what you’re putting into your body as well.


I think we get so caught up in needing to do damage control over bad ag publicly, that we forget to just be humans. Consumers are starving for information, while they may have no desire to ever farm themselves, they no longer want to be separated from the farm in terms of general knowledge.


So the million dollar question, how do we give them that knowledge without coming across as faceless Big Ag collecting our Monsanto Shill bucks? And what in the world do they even want to hear? I may not have the answer, but I have a few suggestions.


Listen. They want you to L-I-S-T-E-N.


I think that’s hard when we want to completely change how someone feels about agriculture in a matter of minutes, but Rome wasn’t built in a day. Consumers want to be heard, they want to know that their concerns and opinions aren’t falling on deaf ears. Listen. Absorb what they are telling you, and then respond. Respectfully.


Speaking of respectfully… (I feel like listen and respect tie in together.)


Did you ever hear from you parents, “You have to respect me in order to earn my respect.” That doesn’t change once you become legal age, and that most certainly applies to speaking to consumers. Consumers want to hear that you appreciate them for buying your product, or even that farmer down the road who only fertilizes his fields with unicorn manure.


They want ‘glass walls.’


If you know me personally, I beat the subject of ‘glass walls’ into the ground, BUT, in my opinion, it’s what consumers want. They want to hear, “hey, I’m so totally okay with what happens on my farm, come over anytime and I’ll show you.”


They want the word “family.”


“Industrial” and “Factory” have become common industry lingo cuss words for both producers and consumers. Even though as producers we know 98% of farms are family owned and operated, consumers have been told otherwise. The word “family” needs to be reinstated as much as possible in conversations. Not only that you’re a family farm, but here is how my family relates to yours.


They want miscellaneous knowledge, not to be preached at.


In ag, we definitely jump on the ‘Food Babe is wrong and here is why,’ ‘Chipotle sells fear, not burritos,” etc. We write theses posts, other people in ag share them, and then we all pat each other on the back for how great of a job we’re doing, but have we actually reached our target audience — the consumer? They already get hit with enough food fear, and sure, I think there is an occasional time and place for those type of damage control posts, but I believe the ones they eat up are the lifetime tidbits of knowledge.


Like, “Hey, did you know seedless watermelons have a male and female plant, and that bees pollinate between the two in order to produce the melons.” General reaction: MIND BLOWN.


I think the main theme of all these points is just be YOU. Not everyone is going to connect to the beat of your drum, but some will.


Famers, ranchers, ag professionals are humans just like consumers — we eat what we grow, we are proud of our lifestyle and some of us even wear leggings as pants — and I firmly believe that is the main thing the general public wants to know.


written by Danielle Beard Hayden
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Danielle Beard HaydenDanielle Beard Hayden is an Okie recently transplanted into rural northwestern Kentucky where she resides, with her husband, on their farm. Professionally, Danielle is the communications director of the Kentucky Corn Growers Association and owner of Two Arrows Photography.
Personally, she writes about whatever flows through her noggin over at www.highheelsandshotgunshells.com.

30 Days: Understand What You Can Afford to “Optimize”

Optimizing Content For SearchFinding Your Stories This short post is to help bring focus on the conversation about search engine optimization (aka SEO). Most of the time the conversation tends to be about how to “beat” others and “be at the top of the search” for some specific term.

Interestingly, SEO does not mean “be at the top”. We use the term “SEO” so much that most people glaze over the actually meaning of the words “search engine optimization”. The first two words are pretty clear, “search engine“. They mean the search services’ underlying technologies that constantly scour the Internet, organizing the bits and pieces of what gets published.

It’s the “optimization” part that I think confuses people. Optimization is a somewhat subjective term. Optimize for what? Most people presume that it means “optimize to be the top”. I suggest that “optimization” really means “to be found by more people” by modifying your material to get indexed by the search engine in such a away as to be found when a relevant search request is made.

I’m not here to outline what people do to get their posts “optimized”. This has been done many, many times:

What I am suggesting is that your approach to media and content optimizing be thoughtful and in perspective to your resources. Ask yourself what are you aiming to accomplish. Do you want a large consumer focused audience? Or do you want to connect with soybean growers in Indiana? It helps to outline those assumptions and ideal goals about why you are posting media and information on the Internet. Additionally, you need some concept of what your return on investment (aka ROI) will be for taking on optimizations.

After the goals and assumptions, outline how you are going to measure change over time. For example, if you are working to develop a blog for soybean growers in Indiana, how do you know those Indiana soybean growers are in fact reading or connecting? If you set a goal but have no way to measure progress then the goal can never be achieved.

Develop a road map to help guide you on which optimization tactics have a return on investment you can afford. This map needs to be periodically reviewed (at least twice a year) as the search engines are constantly changing.

I would use the The Periodic Table Of SEO Success Factors as a starting point for your road map development. Search Engine Land, the creators of the table, spent considerable time researching what they believe are important optimization factors to Google, ranking them to help you focus on what you can afford to accomplish.

30 Days: The Art of Farm/Ranch Content Creation

Content creation sounds difficult, and need not be overwhelming. Whether you are farming or ranching on a large scale or smaller operations we all face the same challenges of workloads, time management and content generation.

Making the Most of Content

Think multi tasking to make the most of your content. Let’s say you’re observing newly, weaned calves – you might shoot a short The Art of Farm & Ranch Content Creation - AgChat.orgvideo, a photo of the calves, the housing they’re moved to or the feed they’ll be eating. You then use each piece to create a short video. The video goes to YouTube – from there the footage can be promoted using Twitter, Pinterest (there’s even a spot for it – FarmTube), Facebook and your blog. With one content piece, you can fill five different places! The photos snapped during the photo shoot can be repurposed and shared individually to Pinterest, Facebook and Twitter – producing even more content. As you take photos weed out inspiring or informative or funny photos to create your own meme – maybe your cow is the next Grumpy Cat. Populating content across many social media outlets and using content in several ways is but one ‘stream’ – consider others.

Utilize Daily Blog Features

When you’re thinking content, consider peers as well as those who “just eat”. You might have a regular blog feature for the “just eat” folks on Mondays, for example, where special effort is made to answer basic questions. There are thousands of agriculture questions which can fuel content creation. You could designate Throwback Thursdays when you explain how agricultural practices have evolved.

Another day of the week might be for those who know a little bit, but seek to learn more – examples here might be how to read a feed tag, or understanding types and use of various fertilizers. It might seem extremely basic to you, but explained in everyday language there are millions of people seeking answers! Personally, one of my most popular blog posts was written in response to a question about identifying spotted chickens! Another that gets searched for (and found) – what is modern agriculture? Statistics show us that people are looking for information!

Other sources:

  • Pinterest: Some find Pinterest as a source of inspiration as they create content. As you find ideas, pin them to a specific board. The AgChat Foundation has many boards which may serve as great resources for you.
  • Polls: Create polls on your blogs
  • Ask for help: Rely on friends and family on Facebook or Twitter – people love being asked for help.

Once you begin looking, the ideas are endless.

Creative Promotion

As you get your content created, make the most of it with creative promotion. Never underestimate the use of hashtags – Twitter’s reach through these is incredible and can be far outside our normal circles. There are hashtags for #GMO, #nonGMO, #food, #pork, #beef and a host of other things outside of #agchat. If your post is about food, consider dipping a virtual toe into #foodiechats or #eatclean. Important note – don’t do it to be combative, but to get it out there to folks who might be interested. Reserve the use of the #agchat hashtag for bouncing ideas off of other farmers and ranchers. Or, join in our monthly #foodchat conversations which are designed for connecting non-farmers and ranchers to consumers. You can join the chat on the third Tues. of the month, 8-10pmET.

A few things to keep in mind

  • A blog allows you to explain what is being shown.
  • Don’t throw other types, sizes or management in the shredder. Do what’s best for you, and your farm, and leave it at that. Just like there are folks who are convinced what I do is awesome and you, big farmer are evil there are those who reverse that thought. Maybe, just maybe, working together we can give both a better view by tolerance and food choices. This says we’re different, not better or worse. None of us are going to feed over 300 million Americans alone, let alone an increasing population and export market. Agriculture is changing – division doesn’t help anyone.
  • If you stay between 400-600 words you can cover most things in a way that gets a conversation going. In depth topics might take 2-3 installments. If someone wants more information, you have a great opportunity to engage someone who otherwise would not have found you.

Content creation isn’t difficult – like planting a straight row before autosteer, it takes practices. Make conversations and we all win. Making a choice doesn’t have to insult someone else. Showing what we do doesn’t mean someone who does it differently is wrong. Sometimes it’s just different – and that’s where each farmer has a story more than ever before and each rancher has something to show that’s unique. Embrace it. We are all agriculture.

written by Jan Hoadley

30 Days: How to Create An Insta-Farm on Instagram

If you’ve been in the social media world for some time, you’ve likely heard that ‘content is king.’ We need to be How to create and Insta-farm or ranch - 30 Days of Agvocacy and Social Media from AgChat.orgproviding quality subject matter which keeps readers on your blogs and websites. More recently we’ve watched this paradigm change, putting more emphasis on photos, graphics and images. You might say if content is king, then images are the emperor. While this is new to blogs and websites, society has been favoring visionary over publications for decades. The average person would rather sit down and watch a two hour movie than spend 8-9 hours reading a book. As social media has dominated our lives, people’s attentions spans have decreased even further. Enter popular social media channels such as Instagram, Pinterest and SnapChat.

Another prominent trend is utilizing story telling versus educating. As farmers and ranchers, we are excellent story tellers who have truly been provided a gold mine platform in using Instagram. Honestly, I’ve struggled with being consistent on Instagram and by no means am an expert. I would like to share some tips and tricks I’ve discovered along the way:

1.) Profiles & Bios: An extremely important part of making Instagram work for you. Rather than just listing yourself as a farmer or rancher, also add information about your life off the farm such as golfing, biking, have a passion for baking, quilting, working as a volunteer for your children’s school or home renovation. You could also like a favorite item or aspect of your life – favorite food, town, fair, grocery store, book, movie or tv show. Make your bio relatable to those outside of agriculture.

2.) URL: The website field is the only place that Instagram allows hyperlinks. This is an open door to your farm or ranch. I wouldn’t over analyze it but you could chose to send people to a specific page on your blog or website such as your about page, a contest page, your most viewed post or even your Facebook fan page. The URL could even be linked to an article you have written for someone else. The possibilities are broad.

3.) Public versus private: This is a subject which could be a stand alone blog post. Today, we’ll focus on the benefits of setting your profile to public. Statistics show that people are much less likely to follow you if they can not see your images. There are also less likely to follow if they do not see any commonalities to their lives. Posting photos other than what is happening around the farm is important to connecting with those off the farm. Even if a person requests to follow you, they may not return to view your photos once they’ve been approved. Its a balance between your comfort level and the goals you are striving for in agriculture advocacy.

4.) Explaining how hashtags work: One of the ways we find each other on Instagram is by searching for hashtags. The hashtags organize the photos into different categories. As I researched various profiles for this blog post I noticed that the hashtags being used tend to be more farmer/rancher talk than non-ag dialog, including my own. For example, in this photo I’m showing a photo of one of my sons showing his heifer. For my farm and dairy Use descriptive hashtags when posting on Instagram. AgChat.orgfriends, they understand what is happening, others may not. The hashtag #jerseys is a popular search term on my website but not for jersey cattle. Generally, people are looking for baseball or football jerseys and there’s always a random reference to the television program Jersey Shore. Which is great. Its reaching beyond our industry. However, I do not include enough hashtags or comments to help them understand what is happening in the photo. Another example, which caught my eye during my research, is a tractor in the field side dressing. Its unlikely that non-ag folks will understand what is happening. Just be sure you are using hashtags which explain the photo or you accompany captions with the hashtags.

Nicole Small of A Kansas Farm Mom uses series on Instagram as a way to connect with those outside agriculture - 30 Days of Agvocacy & Social Media - AgChat.org5.) How many hashtags should be used?: While Instagram allows for up to 30 hashtags, keeping the volume at 4-6 is the recommendation.  Utilizing popular hashtags to gain followership is discouraged and may even result in having your account blocked. The golden rule when using hashtags is to use them sparingly and keep them relevant.

6.) Post a series of photos: I have to pick on Nicole Small, again. This past growing season she documented a field of corn which her son helped plant with is own seed. She pushed updates on various social media channels showing the stand growth, silking and tasseling as well as harvest. Sprinkled within her timeline I also found non-ag related photos such as a pair of necklaces her family made together. The key is creating an emotional story through your photos.

Creating a Insta-farm or Insta-ranch on Instagram may seem daunting {it has been for me}, however, by using the correct hashtags, explaining the photos in the caption and shooting a series of photos and ones which tell as story, it can be done.

written by Jenny Schweigert

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Jenny serves as the AgChat Foundation Executive Director while helping manage her family’s small hobby farm and in-laws dairy farm in central Illinois. In addition to AgChat.org, she can be found blogging about life on the farm, Jersey dairy cattle, hunting and her boys, all at TheMagicFarmHouse.com.Jenny Schweigert - AgChat.org photo courtesy of Keiser Photography https://www.facebook.com/KeiserPhotography

 

 

 

30 Days: 3 Great Examples of “Thinking Outside the Farm”

I’m always amazed by the number of outstanding agriculture advocates on the web. Many are women who 3 Great Examples of Thinking Outside the Farm - AgChat.orgare the primary operators of their farms, moms, community volunteers and still take the time to advocate for agriculture by creatively blogging and utilizing social media. I would like to highlight three bloggers who have been resourceful and innovative in developing connections with those outside of agriculture.

Katie Oltoff of On the Banks of Squaw Creek

When I first arrived at On the Banks of Squaw Creek, I was immediately drawn to the photo of their home from many years ago. I absolutely relate to living in an old home and needed improvements, fixes, etc… My first stop was the link Our Little House. The fact that she was an active advocate for agriculture quickly slipped my mind. I pursued the photos relating to many of the changes and especially admiring her taste in decor, organization and a significant love of mine – reusing/repurposing old items.

Next, I moved to the link Secrets from a Teacher. Wow! She includes fantastic tips on parenting based on her experience as a teacher. I’ve already pinned these tips and intend to take a closer look. At this point I had a warm and fuzzy feeling about Katie and her blog. I felt connected through our similarities. I wanted to continue reading and connecting. I then see that they also have a farm and proceed to that area.

She shares their amazing story of opportunity and dreams, explaining the steps which were taken to become farmers. Then, she drops the bombshell. They farm 20,000 turkeys. For someone disconnected from farming and food, the reaction from the reader may be one with a gasp and warning signals. But, remember the warm, fuzzy feeling and connection with her blog? Despite how readers navigate through the site, Katie has done an exceptional job showing her authentic self and finding traits that will connect with non-ag eaters. She has built a case which shows that regardless of their farm size, they are people just like anyone else. Not a factory.

I admire Katie and truly believe she has found a successful recipe for connecting beyond the choir. Whats more, she has recently published a non-fiction children’s book called My Family’s Farm. It highlights turkey farming and through a partnership with Iowa Turkey Federation, she’s offering the printed version for Iowa kindergarten and 1st grade teachers…for free. Amazing!

Brandi from Lipstick and Tractors

I first ‘met’ Brandi at Christmas time last year. We were both involved in the Country Christmas gift swap Lipstick & Tractors feature on AgChat.orgwith women from all over the country. She was my secret santa and sent goodies from John Deere which happens to be in her backyard. She takes a different approach to advocating for agriculture and utilizes various swaps and reviews of beauty products as a way to connect with readers beyond ag.

Some of her most recent swaps involve Etsy, Swapoween and a Local Flavor Swap. Through a site called Chaotic Goodness Swaps, Brandi is connecting with many women from all walks of life. These swaps ultimately bring the lipstick together with the tractors, exposing many to agriculture.

She is doing a fabulous job and I only wish I had more time to participate in a swap or two, myself.

Nicole Small of Tales of A Kansas Farm Mom

In February of this year, Nicole initiated the County Fair blog party highlighting blogs post from three Examples of the link up at the County Fair Blog Party - AgChat.orgcategories – food, DIY and agriculture. Each week bloggers are invited to link their posts to the County Fair post which announces the winners from the previous week. This has proven successful in connecting with those out of agriculture while as providing numerous ways for those non-ag bloggers to connect to agriculture. Genesis!

The project has become so successful she has enlisted the help of other hosts such as Laurie Link of CountryLinked, Taysha from Dirt Road Charm, Danielle from High Heels and Shotgun Shells, Jamie of This Uncharted Rhoade, Caitlin of Belongs With Wildflowers and Jan of Tip Garden.

You would think this project was the highlight of Nicole’s blogging career however, she is also known for hosting a Flat Aggie project. In the 2013-2014 school year, Flat Aggie traveled to 22 different states, exploring soybeans, cattle, cotton, feed and flour mills, bees and honey, an ethanol plant, wheat, a robotic dairy, baby lima beans and more.

I love Nicole’s passion, energy and enthusiasm for promoting the agriculture industry!